Cracking THE Japanese Market by James C. Morgan & J. Jeffrey Morgan

Author:James C. Morgan & J. Jeffrey Morgan
Language: eng
Format: epub
Publisher: Simon & Schuster
Published: 1991-07-15T00:00:00+00:00

Figure 7.1 Top Worldwide Semiconductor Manufacturers

Figure 7.2 Worldwide Integrated Circuit (IC) Market Shares

Applied Materials has succeeded against these well-heeled, well-connected competitors because many of them have had only limited success in markets outside Japan, which in turn has limited their capabilities in Japan by minimizing the global experience they have incorporated into their product development. The Japanese chip makers want (and can afford to buy) only world-class equipment. Ironically, that demand excluded many of their own domestic equipment suppliers from consideration. Applied Materials enjoyed the added benefit of being “independent.” By not being a member of a keiretsu or other large industrial group, we are not limited regarding which companies we can sell to and, in fact, are able to have working relationships with all the major chip makers. Many of our Japanese competitors cannot do this for obvious reasons.

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